Lance Acord Directs 100-Second Holiday Spot For Toyota, Saatchi LA

Toyotathon is back for its 38th year with a 100-second holiday commercial, a first in the broadcast industry, that showcases a family’s multigenerational story. “R+S” premiered Tuesday night, November 28, on NBC during “The Voice” in an isolated pod, with no other advertising or promotional spots surrounding it. This 100-second spot comes at a time when most networks are reducing commercial time.

“R+S” unfolds like a film as it tells a family’s multigenerational story using a much loved family tree as the centerpiece. The narrative starts with the grandparents as a young couple and the tree bares their initials, “R+S.” The story continues decades later after the tree has fallen from natural causes. During the holiday season the grandparents visit their daughter’s home to find a framed picture of themselves as a young couple in front of their special tree. As the rest of the family hides in anticipation, they see the inscription of their initials “R+S” on the table and quickly realize its their beloved tree.

The spot features a real family of actors including grandparents, their daughter and her husband and children. Director/DP Lance Acord of Park Pictures filmed the ad in central California and cast a family from the same area. “The story comes to life because it represents real families. The central point of the narrative, the tree, is also a metaphor for life and the underlying theme of a matriarch passing on the torch from one generation to the next,” said Acord.

“R+S” premiered on NBC with the special 100-second airing before moving to theaters nationwide for in-cinema play in National CineMedia’s pre-show on over 20,600 movie screens from December 1-28. A mix of :30 and :60 versions of “R+S” will air on television December 10-24. The Toyotathon December Sales Event offers incentives through January 2.